20.500.12556/RUL-175311 Odziv uporabnikov freemium mobilnih iger na oglase znotraj aplikacij magistrsko delo Freemium mobile game users' attitudes and responses to in-app ads Čeprav je večina iger na mobilnih napravah brezplačnih, predstavljajo skoraj polovico celotnega globalnega trga videoiger. Razlog za to je freemium poslovni model, ki razvijalcem omogoča prihodke preko mikrotransakcij in oglasov znotraj aplikacij. V magistrskem delu se osredotočam na dejavnike, ki vplivajo na odnos uporabnikov freemium mobilnih iger do oglasov znotraj aplikacij, ter preučujem, kako ta odnos vpliva na vedenjska dejavnika odmestitve in nadgradnje na premium različico. V teoretičnem delu sta podrobneje opredeljena freemium poslovni model in odnos do oglaševanja. Na podlagi teorije utemeljenega delovanja (TRA) so oblikovane hipoteze, ki predpostavljajo, da na odnos do oglaševanja znotraj freemium mobilne igre vplivajo zabavnost, nadležnost, kredibilnost in interaktivnost oglasa, pa tudi igralna izkušnja, cena premium različice in družbeni vpliv. V empiričnem delu sem s pomočjo spletnega vprašalnika zbral podatke o odnosih do oglasov med igralci freemium mobilne igre Trivia Crack. Predpostavljeni model je testiran z multiplo linearno regresijo. Rezultati potrjujejo povezavo med predlaganimi dejavniki in odnosom do oglasov. Kot najpomembnejši dejavnik, ki vpliva na odnos do oglasa, se izkaže zabavnost, sledita pa ji družbeni vpliv in kredibilnost. Statistično značilne povezave se pokažejo tudi med odnosom do oglasov in obema vedenjskima dejavnikoma, pri čemer je učinek na namero odmestitve rahlo močnejši od učinka na namero nadgraditve na premium različico. Despite most mobile games being free to play, they represent almost half of the global video game market. The reason for this is the freemium business model, which allows mobile game developers to generate revenue through microtransactions and in-app advertisements. This master's thesis examines the factors that influence the attitude of freemium mobile game users towards in-app advertisements, and how this attitude affects the behavioral intentions of uninstallation and upgrading to a premium, ad-free version. The theoretical section defines the freemium business model and attitudes towards advertising. Based on the theory of reasoned action (TRA), hypotheses are formulated suggesting that the attitude towards advertisements in a freemium mobile game is influenced by the entertainment, irritation, credibility, and interactivity of the advertisement, as well as the gaming experience, the price of the premium version and social influence. In the empirical section, data on attitudes towards advertisements among players of the freemium mobile game Trivia Crack were collected using an online questionnaire. The hypothesized model was tested using multiple linear regression. The results confirm the connection between the proposed factors and attitude towards advertisements. Entertainment proved to be the most important factor influencing attitude towards in-app ads, followed by social influence and credibility. Statistically significant associations were also found between attitude towards ads and both behavioral factors, with the effect on intention to uninstall being slightly stronger than the effect on intention to upgrade to the premium version. freemium poslovni model mobilne igre oglasi znotraj aplikacij teorija utemeljenega delovanja odnos do oglaševanja freemium business model mobile games in-app advertisements theory of reasoned action attitude towards advertising true true false T. Kolšek Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-10-24 07:30:02 2025-10-24 07:30:08 2025-12-09 04:02:35 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (88 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.6:659.1(043.2) 182742 254662659 22178.pdf 22178.pdf 1 44B55D98177958533323D8D56C10C384 fb1a9f5b0138f08cbeb1abb703d754e8df5df653c073767a3339f65726eaaef0 38189402-b09a-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=220758 Fakulteta za družbene vede 0 0 0